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Designing for humans: User-Centred Psychology

Jan 2019

Good design is based on a deep understanding of how we humans think and operate. 

In this course, we will cover areas such cognitive biases, emotion, decision-making processes and persuasion and influence. We will discuss how these principles relate to design and show you how you can apply them to your own designs and customer journeys to create more intuitive, effective, and pleasant customer experiences.

Choose this course if you are interested in

  • Learning how to create more fluid, intuitive user experiences and customer journeys
  • Ensuring human centred thinking is at the core of your designs
  • Gaining a better understanding of the principles of persuasion and influence to improve conversion


What you will learn

  • Fundamentals of perception in design and how to make use of Gestalt principles to create more engaging designs
  • How people make choices, and how cognitive biases impact even seemingly rational decisions
  • How to design for memory, user attention and focus
  • Principles of persuasion and influence and how best to employ them in your customer journeys
  • How to design for emotional experiences to create more pleasant engaging experiences.


What to expect on the day

Throughout the day, you will get the opportunity to work individually and within teams to solve design problems by applying what you have just learned. Our training includes lots of examples of good practice and you will walk away concrete takeaways as how to apply this to your own designs.

You will receive a print-out of all training materials and course activities. There is no exam in this course but all successful participants will receive a certificate of completion at the end of the day.

Your trainers

Stephen Denning is Director of User Experience at User Vision, where he leads the team of consultants supporting organisations around the globe to put user insight at the centre of product and service design.  He has been around the technology industry for over 20 years and in that time, has had the opportunity to work with governments, banks, airlines, hotel groups, mobile networks, global retail sites and even a supercar manufacturer! Over the years, Stephen has delivered training to universities, companies and the general public, and has presented at local, national, and international conferences.

Specialisms and interests:   User research methodologies,  interaction design principles, eye-tracking, prototyping and UX strategy.

Abi Reynolds has been involved in research and user experience for over 10 years. Starting off with setting up and running a usability lab in a College she then moved to leading in-house research teams. She is now enjoying leading a small team of consultants working with a range of clients supporting them build their own in-house UX strategies and helping them bring more user centred design to their organisations.

Specialisms and interests:   User research methodologies and processes, interaction design principles and developing UX strategy.

Venue information

User Vision Head Office

55 North Castle Street Edinburgh, EH2 3QA United Kingdom


22 January 2019 , 9:00 am - 5:00 pm


Book now
Prefer to speak to someone?
Call us on 0131 225 0850
Email us at [email protected]